Alltel Wireless announced that it has selected WiderThan, a subsidiary of RealNetworks, to provide ringback tone (RBT) services for its more than 11 million wireless subscribers. To use the service, Alltel Wireless customers have to pay a $0.99 subscription fee to play music clips for the caller rather than the traditional ringing tone typically heard before a call is connected. Customers will have access to a large music library with a variety of artists and genres.

"Ringback tones are an essential component of personalization services, currently the biggest content revenue generator for wireless service providers. Being a network-based service, they present an opportunity for network operators to differentiate their personalization offering and complement other music services," said Michele MacKenzie, Manager of Wireless Multimedia for Ovum.

WiderThan has launched RBT services and other mobile entertainment solutions and services for carriers across the Americas, Asia, and Europe. With the launch of the Alltel Wireless service, WiderThan will provide RBT services and systems to 14 carriers with a total of approximately 195 million subscribers worldwide.

"Alltel's adoption of WiderThan's RBT service not only signifies that most of the major U.S. carriers have now launched RBT, but also reaffirms the growth, innovation, and success of the rapidly growing mobile music market," said Vern Poyner, CEO, WiderThan Americas. "We're delighted to work with Alltel to meet the ever-increasing consumer demand for the latest mobile entertainment content and services. Alltel is an innovator and one of the most exciting companies that we work with."

According to a recent study by ABI Research, the global market for mobile music services including ringtones, ringback tones and over-the-air (OTA) full-track downloads should hit $21.3 billion by 2011, with ringback tones accounting for more than $5.3 billion. In 2005, worldwide mobile music revenue for OTA full-track downloads reached $251.8 million, a significant increase from the $12.4 million in 2004.